目錄

摘要整理

手機用戶解約的主要理由

行動客戶的保持上商品搭售的效果

行動網路與解約

調查手法、面板資訊

關於著者及Analysis Mason

調查對象國家

法國

德國

波蘭

韓國

西班牙

土耳其

英國

美國

目錄

" If operators cannot get the basics of customer service and coverage right, then, regardless of the generosity of their data allowances and the speed of their networks, they will have difficulty holding on to their customers ."

Consumers in developed markets are going through a transition period, during which their priorities are moving beyond price and their reasons for churn are changing. Operators need to adapt their means of retention when established approaches to service design and device bundling become less convincing to consumers.

This report provides:

an analysis of mobile customer behaviour in eight countries (six in Europe, South Korea and the USA), using a total sample of more than 8000 respondents

a description and assessment of the drivers that influence mobile customer satisfaction and retention, including:

the role of tariff types (prepaid, contract and SIM-only), service bundles (voice, data, convergence) and smartphones

the relationship between network quality and customer satisfaction.

Survey data coverage

The research was conducted in July and August 2015. The survey groups were chosen to be demographically representative of the broader online consumer population. We set quotas on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country. The total sample size was 8270 respondents.